I agree. Guy Kawasaki suggests companies should pick fights with better known rivals. Apple vs. IBM back in the day is a perfect example. I now know who Freshd

I agree. Guy Kawasaki suggests companies should pick fights with better known rivals. Apple vs. IBM back in the day is a perfect example. I now know who Freshdesk is (didn't before) and might consider them in the future. We used to use Zendesk but found it too expensive for our needs. Plug: we use Tender.